The first outlet of the brand will be coming up in Mumbai in May 2016 and then in Bengaluru. True Blue will be having a pan-India presence with 25-30 stores and the target it set at Rs 200 crore in five years.

The brand will cater to men aged between 28 and 40 years, in the price range of Rs 1,200-3,500 and premium evening wear costing up to Rs 8,000. It will initially launch casual and formal wear. Once the business is established in India, Arvind also has plans to go global.

Apart from taking an equity stake in the venture, Tendulkar has also contributed in designing the new collection along with True Blue team. They will soon enter into accessories like small leather goods like wallets, belts and footwear.

Tendulkar believes that normally people tend to think that the best clothing comes from abroad, not knowing that it is often manufactured in India and merely labelled there under various brands. The aim is to try and flip that.

Entrepreneurship is not new to Tendulkar; his business interests include Kerala Blasters, the Kochibased Indian Super League (ISL) franchise, travel portal Musafir, sports simulation venture Smaaash and celebrity merchandise and brand extension firm Universal Collectabilia.